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When researching for articles I often come across examples of both good and bad marketing. It is best to focus on the former but sometimes I feel the need to share a warning. The promise was for 15meg of pdf on relationship building. As I was going on a train journey I thought I would … READ MORE »

We’ve all heard it and probably all said it: ‘There is nothing worse than . . .’ Invariably it is wrong, as I can testify after rebreaking a toe about a week after I broke it originally. However, from my, regrettably, more experienced position, even I can understand some of the complaints about irritating email … READ MORE »

It is an old argument in email marketing, and one that many thought had been settled long ago: whether to have single or double opt-in for your email marketing list. The advantages and disadvantages of each are largely accepted. For single opt-in the benefits include more rapid list growth and no loss of subscribers due … READ MORE »

There is no doubt that double opt-in, i.e. where a subscriber, however they subscribed, is sent an email asking for confirmation that they wish to receive your offers, gives better results that the single opt-in. All research confirms this, the only dispute being by how much. However, most samples are taken from a range of … READ MORE »

Integrated branding boosts email marketing returns. Your surface design, such as periodical advertising, posters, trade fair displays, signage and even down to business cards, should shout who you are, although doing so subtly is probably the best way. The dual pressures on email marketing design are the need to make them familiar in order to … READ MORE »

Everyone knows that a common design identity for all media is important to branding. Customers and targeted prospects should know at first glance that whatever they are viewing is about your company. Most people glance at adverts and emails. In that second they need to know it is from you. Given that you almost certainly sell by … READ MORE »

The last few weeks have not been entirely successful for Sony. Firstly they were subject to a high-level hack, reported frequently as a cyber attack, and then gamers were unable to access their website over the Christmas period. This is of concern for those with email marketing lists. In their last issue of the year, … READ MORE »

I am no big fan of New Year’s Resolutions. In this I feel I am joined, albeit a week or two into January, by those who do set themselves such targets. It felt a positive thing at the time but, experience shows, it normally fails. I am no big fan of target setting either, specifically … READ MORE »

I have a friend who will insist on using the term New Year revolutions. When corrected, by someone knowing him for less than twelve months probably, he justifies the terminology by saying that the same old things come around every year. I’ve no wish to encourage him, but he is spot on, especially so for … READ MORE »

You know it is an Amazon email or web page even if you cannot see the logo. The appearance is unique, shouting its source. I’m not suggesting that you should follow the example of the company in all things, but it is not a bad starting point when considering a new campaign. A single theme … READ MORE »